Google Ads Campaign for HED Consulting
We steadily held the ground for HED Consulting, generating quality leads at 76% lower than their targeted cost per lead.
The Background
HED embarked on a mission to revolutionise Tasmania's construction landscape. For them, every construction project commences with a visionary approach, enabling them to guide each project and client with a profound sense of uniqueness and dedicated attention. This very ethos was embedded in their pursuit of generating leads that resonate with their core values and mindset. Their objective wasn't merely to expend funds, but rather to ensure that every dollar spent was purposefully allocated.
The Brief
Their goal was to connect with Tasmanian homeowners who are seeking to either purchase new properties or embark on new construction ventures. Additionally, they aimed to engage with architects, builders, building designers, and tradespersons who required services encompassing engineering, geotechnical analysis, bushfire assessments, and building design.
The Strategy
After considering the budget, audience and conversion goals, we recognised that Google would be a fitting platform for HED Construction. We have learnt through experience that not every channel is suitable for every client which is why we opted for Google in this case.
The campaign lasted over 6 months. We undertook the following process caring for the client along the way.
Keyword Research
We did a thorough keyword research to ensure we targeted not just broad industry keywords, but keywords that resonated with the search behavior of potential clients and also matched the services of the business.
This approach allowed us to identify both short and long-tail keywords that aligned perfectly with our campaign.
Our keyword research was an ongoing and adaptive process. We continuously monitored shifts in trends, and competitor performance, and adapted our keyword strategy to match the changes.
Targeting
Using the search network, we rolled out intent-based ads
As a norm, we tailor our targeting to the goals of the clients. We created a range of ad copies while also taking advantage of responsive ads, ensuring that users are met with content that matches their intent, whether they're in the research phase or actively considering a purchase.
Regular competitor monitoring was also a vital component of our strategy. We observed that this practice significantly contributed to enhancing the optimisation of our ads, ensuring a high impression share.
Ad Copies
With the keyword research, we were able to determine the potential traffic and clicks to be generated and this also helped us manage the clients expectations. We work by the numbers.
These ads were served at the most optimal times and hours based on the data, as we observed that clients convert better during those periods.
With A/B testing of ad copies, we successfully identified the ad copies that resonated better with our audience, resulting in higher click-through rates (CTR) and ultimately improving our conversion rates.
We utilised ad extensions to deliver supplementary information, facilitating connections between the various products offered by the business
The Results
By the end of 6 months, our intent-based ads did not only demonstrate a substantial increase in conversions, the overall conversion rates improved by 38%.
We reduced the Cost Per Conversion by 88%, while steadily increasing leads by an average of 52% MoM, all with an ad spend less than $1000.
